Which of the following Pay-Per-Click (PPC) advertisements for web design would you click on?

You may think the answer is simple, but billions of people get it wrong every day. Because if you were to search web design (or anything else in Google for that matter) right now, the vast majority of Pay-Per-Click advertisements taking up your screen would be bland and blah like the other three above.

The key with PPC, like any other sort of marketing, is standing out. Differentiating yourself from the crowd. Being unique. If your ad looks just like everyone else’s, then why run it? You could just as easily waste your advertising budget on a newspaper ad.

But being out-of-the-box still carries some guidelines. You have to gauge your audience so the ads don’t miss the mark and become obnoxious. Do some research on who is searching for your services. Will they get it? Will the ad turn them off? Do they watch “Dancing with the Stars”? (Because if so, they probably don’t understand quality creative work, and you might as well reach them via AM radio spots.)

But maybe you want to reach a different market then the one you currently have. In that case, try a few creative ads that speak to the kind of clients you want. If most of your work is for buttoned-down corporate types, but you are launching a new service geared to the under-30 crowd, try PPC that directs them to a tailored landing page for the campaign. If funneled through the right channels of the site, you won’t ruin an established brand while you stretch your company’s image.

A benefit of PPC is the immediate tracking results. You can have up-to-the-minute stats on which ads are being clicked on, and the number of clicks that result in business. This information allows you to edit and craft your ads to ensure maximum success.

PPC advertisements done right can be tough, and bringing in a professional can always help, but it is a great place to start driving traffic and converting business on your site.

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